As the world’s largest retail distributor of kangaroo and Aussie game meat, Australian Meats is committed to serving its customers the tastiest, most ethically sourced protein possible.
Kangaroos, deer and boar roam freely in untouched Australian landscapes, ingesting native vegetation and water from natural springs. Once they’ve grown healthy and whole, wild harvesting the animals in their own environment minimises stress and produces the tenderest, highest quality meat.
It’s a compelling proposition (for carnivores at least), and one that, with the help of paid advertising, saw Australian Meats become a household name.
But the Adelaide-based operation saw a big gap in their marketing strategy, and one brimming with potential: organic social media.
The aim
The good news: Australian Meats knew organic social media mattered. The bad news: they didn’t know where to start.
Enter NINKI.
It didn’t take long to see both the issues and the potential. While Australian Meats had (quite rightly) focused on winning new business through paid ads, it had so far failed to win business by meating its customers where they were at.
Engagement: While they had a solid following on socials, they weren’t actively speaking to or engaging with their community.
Content: Opportunities were being missed, from brand storytelling to recipe inspo.
UGC: They lacked a user-generated content strategy and a reliable creator network.
Brand building: Their social feeds weren’t reflecting the quality or versatility of the product.
So we set about crafting a strategy that would tick each of these boxes, showcasing the quality and versatility of wild game meat, using creators and real customers to build trust in the brand, and speaking to the community in their language.
The approach
Having been handed the keys to Australian Meats’ Facebook and Instagram, our aim was to first increase the brand’s online visibility, then turn browsers into buyers. We constructed an organic content production line that would increase reach and engagement, and deliver more of that all-important social proof too.
From static and sparse, we made Australian Meats’ socials dynamic and delectable; a genuine reflection of the product’s quality and the brand’s national footprint.
Content strategy
We rebuilt Australian Meats’ organic social media presence with:
Recipe-led storytelling to inspire potential customers (wild venison osso bucco anyone?)
Strategic scheduling to ensure the latest post always felt as fresh as the meat it featured.
Consistent branding and messaging to make the content unmistakably Aus Meats.
Creator management
Is there better clickbait than a perfectly cooked steak? Having spent years building a national network of trusted creators, we understood the opportunity that influencer partnerships and UGC presented to a brand like Australian Meats.
We got #meatstagram heavy hitters like @cheatmeats, @thesteaklad and @delacruzcooks on board to showcase the best wild meat on the market.
As usual, we took care of all things creator management, from briefing through to content delivery, to ensure mouth-watering content drops every single week.
The results
Within a year we had earned the small matter of 4.7 million views on Instagram and 32.3 million views on Facebook – more sets of eyes than the entire population of Australia.
But even more impressive than the raw numbers was that the content didn’t just catch eyes, it locked them in.
‘3 second views’ is one of the most important social media metrics as it tells you whether you stopped the scroll. Australian Meats’ increased by 316.4%. Total watch time increased too, by 276.3%.
In under a year we transformed Australian Meats into an organic content powerhouse with an enormous and continually growing library of scroll-stopping content. Big names are showcasing the product, and an engaged audience is saving and sharing recipes.
Australian Meats has been a leading brand for quite a while. It now has a social media presence that doesn’t just reflect its reputation, but elevates it – and online growth as organic (and delicious) as the meat it sells.
Photo Credit: Kyle James McLean
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